PENGARUH ATMOSPHERIC RESTAURANT, CELEBRITY INFLUENCER, DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DIMEDIASI OLEH POSITIF E-WOM (Studi pada Lelungan Coffee and Eatry Karangjati, Kabupaten Semarang)

Putri, Jevina Ayu Larasati Narwoto (2026) PENGARUH ATMOSPHERIC RESTAURANT, CELEBRITY INFLUENCER, DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DIMEDIASI OLEH POSITIF E-WOM (Studi pada Lelungan Coffee and Eatry Karangjati, Kabupaten Semarang). Thesis thesis, Universitas BPD.

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Abstract

This study examines the influence of restaurant atmosphere, celebrity influencers, and online customer reviews on customers’ purchase decisions, with positive electronic word of mouth (e-WOM) serving as a mediating variable in the context of a local café, Lelungan Coffee and Eatery in Karangjati, Semarang Regency. The novelty of this research lies in integrating physical experience factors (restaurant atmosphere) and digital communication factors (celebrity influencers and online customer reviews) within a single empirical model, while critically assessing the mediating role of positive e-WOM in the purchase decision-making process. A quantitative explanatory approach was employed, with data collected through Likert-scale questionnaires from 125 respondents selected using purposive sampling, consisting of customers who had visited the café and were active social media users. Data analysis was conducted using Structural Equation Modeling–Partial Least Square (SEM-PLS). The findings reveal that restaurant atmosphere and online customer reviews have a positive and significant effect on purchase decisions, whereas celebrity influencers do not have a significant direct effect. Additionally, restaurant atmosphere, celebrity influencers, and online customer reviews significantly influence positive e-WOM, and positive e-WOM has a significant effect on purchase decisions. However, positive e-WOM does not significantly mediate the relationship between the independent variables and purchase decisions, indicating that consumers’ purchase decisions are more strongly driven by direct experiences and information credibility than by the dissemination of positive online opinions. These findings contribute to service marketing literature by highlighting the limited mediating role of e-WOM in the local culinary business context.

Item Type:	Thesis (Thesis)
Additional Information:	Penelitian ini bertujuan untuk memahami bagaimana atmospheric restaurant, celebrity influencer, dan online customer review mempengaruhi keputusan pembelian pelanggan. Dalam penelitian ini, positive electronic word of mouth (e-WOM) diperlakukan sebagai variabel yang menghubungkan (mediator) dalam konteks kafe lokal, yaitu Lelungan Coffee and Eatery yang berada di Karangjati, Kabupaten Semarang. Keunikan penelitian ini adalah dengan menguji sekaligus dua faktor, yaitu faktor pengalaman fisik (atmosfer restoran) dan faktor komunikasi digital (celebrity influencer dan online customer review) dalam satu model yang terpadu. Selain itu, penelitian ini juga secara kritis mengevaluasi efektivitas positive e-WOM sebagai mekanisme yang menghubungkan dalam proses pengambilan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian eksplanatori. Data diperoleh melalui kuesioner berskala Likert yang diberikan kepada 125 responden melalui metode purposive sampling, dengan kriteria responden yang pernah berkunjung ke kafe tersebut dan aktif menggunakan media sosial. Untuk menganalisis data, digunakan metode Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa atmospheric restaurant dan online customer review memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan celebrity influencer tidak signifikan secara langsung. Selain itu, ketiga variabel independen tersebut terbukti mempengaruhi positive e-WOM, dan positive e-WOM berpengaruh signifikan terhadap keputusan pembelian. Namun, hasil utama penelitian ini menunjukkan bahwa positive e-WOM tidak berperan secara signifikan sebagai variabel mediator, yang mengindikasikan bahwa keputusan pembelian konsumen lebih dipengaruhi oleh pengalaman langsung dan kredibilitas informasi dibandingkan dengan dampak dari penyebaran opini positif secara daring. Temuan ini membantu memperkaya literatur pemasaran jasa dengan menegaskan bahwa peran e-WOM masih terbatas dalam konteks kuliner lokal.
Uncontrolled Keywords:	restaurant atmosphere, celebrity influencer, online customer review, positive e-WOM, purchase decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HF Commerce H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	14 Mar 2026 06:35
Last Modified:	14 Mar 2026 06:35
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3061

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